Tourism or Tourism Services Market Report 2026

The tourism or tourism services market size has grown strongly in recent years. It will grow from $10.22 trillion in 2025 to $10.82 trillion in 2026 at a compound annual growth rate (CAGR) of 5.9%. The growth in the historic period can be attributed to increasing disposable income among travelers, growth of international air connectivity, rising interest in cultural and heritage tourism, expansion of hospitality infrastructure, increasing business travel activities.

The tourism or tourism services market size is expected to see strong growth in the next few years. It will grow to $13.71 trillion by 2030 at a compound annual growth rate (CAGR) of 6.1%. The growth in the forecast period can be attributed to growing demand for sustainable tourism experiences, increasing adoption of digital travel booking platforms, rising popularity of wellness and eco-tourism, expansion of tourism infrastructure in emerging economies, growing preference for customized travel experiences. Major trends in the forecast period include rising demand for experiential and cultural tourism activities, increasing popularity of personalized travel packages, growing preference for wellness and medical tourism, expansion of domestic tourism and short-stay travel, rising demand for boutique and alternative accommodation services.

The increasing business travel and corporate mobility are expected to propel the growth of the tourism or tourism services market going forward. Business travel and corporate mobility refer to the structured movement of employees, executives, and corporate stakeholders across domestic and international locations for professional purposes, including client meetings, project deployments, training, and strategic collaborations. The increase in business travel and corporate mobility is driven by the globalization of business operations, as organizations expand into diverse geographic markets and require in-person interactions to build trust, negotiate complex agreements, and effectively manage operations. Tourism and tourism services support business travel and corporate mobility by offering developed infrastructure, accommodation, transportation networks, and ancillary services that enhance travel efficiency and comfort, thereby enabling seamless corporate movement and encouraging more frequent business travel. For instance, in January 2026, according to the Global Business Travel Association (GBTA), a US-based trade organization, strong business travel sentiment is reflected in 59% of respondents expressing optimism for 2026, while 84% of travel buyers expect their organization’s travel spending to remain stable or increase compared to 2025. Therefore, the increasing business travel and corporate mobility are driving the growth of the tourism or tourism services market.

Leading companies operating in the tourism or tourism services market are prioritizing the development of innovative advancements, such as tourism marketing campaigns and platforms, to improve international traveler engagement and simplify end-to-end travel planning. Tourism marketing campaigns and platforms are strategic digital initiatives that promote destinations and experiences through channels like social media and websites to attract travelers, influence decisions, and drive tourism demand. For example, in October 2025, Brand USA, a US-based destination marketing organization, launched America the Beautiful, a tourism marketing campaign and platform. The platform integrates artificial intelligence-enabled tools, multilingual accessibility, and data-driven targeting to provide personalized travel recommendations and seamless itinerary planning. It significantly improves global outreach and traveler engagement while strengthening the United States’ positioning as a preferred international destination.

In September 2025, TBO Tek Limited, an India-based provider of travel distribution platforms, booking technologies, and B2B travel services, acquired Classic Vacations for $125 million. Through this acquisition, TBO aims to enhance its presence in the North American luxury outbound travel market while strengthening global distribution capabilities and reinforcing its position in high-value travel services. Classic Vacations is a US-based provider of luxury vacation packages, supplier partnerships, and travel advisory services serving premium travelers through a broad advisor network.

Major companies operating in the tourism or tourism services market are Delta Air Lines Inc., Deutsche Lufthansa AG, Uber Technologies Inc., The Emirates Group, Marriott International Inc., TUI AG, Carnival Corporation & plc, Booking Holdings Inc., Royal Caribbean Group, Expedia Group Inc., Hilton Worldwide Holdings Inc., Airbnb Inc., Hyatt Hotels Corporation, Trip.com Group Limited, Accor SA, InterContinental Hotels Group PLC, Global Business Travel Group Inc., Universal Destinations & Experiences, Flight Centre Travel Group Limited, Wyndham Hotels & Resorts Inc., Intrepid Travel Pty Ltd, Abercrombie & Kent Group of Companies SA, G Adventures Inc., Disney Experiences.

Europe was the largest region in the tourism or tourism services market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the tourism or tourism services market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the tourism or tourism services market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The tourism or tourism services market includes revenues earned by entities by providing services such as cruise tourism services, event and conference tourism services, travel insurance services, visa assistance and documentation services, tour guide and interpretation services, destination marketing and promotion services, luggage handling and porter services, and car rental and mobility services. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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